🎙️ Podcast: Flower by Edie Parker – Founder & Creative Director, Brett Heyman
From clutches to cannabis. The company offers products that range from $10 (rolling papers) to $1,395 (handbags).
Flower by Edie Parker was founded in 2010 in New York City by Brett Heyman, Edie Parker sprang from Brett’s love of mid-century style. Inspired by acrylic bags made in America in the 1950s and 1960s, Heyman collected the vintage handbags and researched their long-lost designers. When Brett could no longer find the clutches she coveted at vintage and second hand shops, she decided to remake them for a new generation. Since the brand’s inception, Edie Parker has used the highest quality materials to create original pieces that speak for themselves. Produced exclusively in America and Italy by skilled artisans, Edie Parker crafts pretty things to make you happy. In May 2019, Flower by Edie Parker launched as a line of colorful collectibles for friends in high places.
Notes:
Partnership with AWH. Flower by Edie Parker is currently sold in IL (May 2021) and MA (October 2021) through AWH (Ascend Wellness Holdings), but has the opportunity to expand to additional states that AWH currently has a presence in, which includes OH, AZ, PA, VA, MD, and CT. Not every market will make sense for Edie Parker today but the brand certainly has its sight set on additional states.
Celebrity Fans. The brand has fans that include Kacey Musgraves, Gwyneth Paltrow, and Lizzo. What sets the brand apart is that celebrities are genuine customers.
Social Media Presence. The accessories instagram has 149k followers, while the flower brand has 73k followers. Not that it’s a measure of a brand's success, but certainly shows the brand’s reach. By comparison, Miss Grass has 82k followers, Pure Beauty has 43.5k followers, and House of Puff has 15.7k followers.
Premium Smoke Shops. Edie Parker Boutique is the company’s retail location in New York City (21 Bond St). The locations sells both high-end handbags and rolling papers. The brand also has a small number of products sold at Urban Outfitters.
Before going bankrupt, Barneys launched The High End, a 300-square-foot space dedicated to luxury cannabis paraphernalia on the top floor of the retailer’s Beverly Hills store. It sold $950 blown-glass bongs, $1,575 herb grinders and had a concierge to help customers order products for home delivery via Emjay. Higher Standards is a luxury smoke shop that sells a curated selection of premium smoking accessories, bespoke products, and mainstay lifestyle goods—locations in New York and Malibu, with pop-up stores in The Pottery, Cannary West, and Bud and Bloom in California, as well as Clinica Verde in Puerto Rico.
Other Interviews.
Brett Heyman on Merging Fashion and Cannabis for Edie Parker
Flower by Edie Parker Debuts Smoke Show on Bond Street
Flower by Edie Parker Intersects Fashion and Cannabis
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